If you’re hosting an event that appeals to a wide range of people, segmenting your audience into smaller groups may be a good idea. Through segmentation, you can be more targeted in your event marketing strategy, and develop a strong brand that appeals to your highest-value audience members.
There are many ways of segmenting your audience, and with so many options, how should you go about doing it? Below are some of the main ways you can segment a market and how you might use them to improve your event marketing and promotional efforts…
One of the easiest ways of segmenting your audience is based on location. For example, if your event is being held in Blackpool, you would want to market it to people based in the area. Of course, if you know that people are willing to travel for your event, you can market to audiences further afield.
By segmenting by location, you can get an idea of where in the UK people are coming from for your event, and learn whether or not it would make sense to target your marketing spend in specific areas rather than nationwide. This should lead to a much stronger marketing ROI for your events.
Segmenting through demographics is perhaps the most widely-used method for marketers. It’s a way of looking at your potential attendees based on a common attribute such as age, gender or marital status for example.
Often event organisers combine several attributes to come up with a very targeted segment, which is given a name and becomes a target persona. For example, maybe your event is targeting women aged 20-35 who have young children. Your target persona will depend on what type of event you’re holding. The easiest and most effective way to segment is based on your previous event’s data as this can give you an idea of the type of people who are likely to attend your event.
Firmographics is a way of segmenting your potential attendees based on what they do for a living. The most obvious way to do this is based on what industry they work in, such as retail or manufacturing. However, another widely used way to segment is based on the job they do, such as marketing, sales or human resources roles. This is a form of horizontal segmentation across different industries.
Other ways to target your attendees based on firmographics include company size, revenues or profits.
Another popular way to segment your event audience is based on their observable behaviour. So, for example, you can segment people who buy early bird tickets, those that purchase VIP tickets and those that buy tickets at the door.
By segmenting your attendees in this way, you can start to devise more effective marketing plans to reach each of them according to their behaviour. For example, you should look to recognise repeat attendees and target them with more personal marketing or special treatment to make them feel special and valued.
Lastly, you can segment your target audience based on which channels of communications they are likely to use. Some of may include print publications, search engines, text messages, email newsletters and social media platforms.
One thing to bear in mind is that multiple channels are likely to be used by the same person for different purposes. Therefore, it’s important to focus on the channels that are most relevant to your event.
Segmenting your event’s audience is a powerful way to target the most profitable ticket-buyers in your market, and helps you focus your marketing budget and promotional resources on them.
This, in turn, means you spend less time and money on segments that aren’t likely to attend your event, and this leads to a much higher ROI for your marketing spend.
Here at Winter Gardens, our team are well versed in event marketing and can help to maximise interest on both a national and local scale. We have a number of marketing channels at our disposal that we can utilise to promote your event. Visit our website to find out more about the services we can provide.